CAMPAIGN OVERVIEW

From 2015-2021, Avocados From Mexico (AFM) has been partnering with Forward Influence in an extensive combination program which included six unique, multi-year campaigns in support of their Big Game commercials and promotions: First Draft Ever (2015), AVOS in Space (2016), Secret Society (2017), Guac World (2018), Always in Season (2019), Avo Network (2020), and Guac From Mexico — Guac Stadium (2021). The main goals of these campaigns were to share messages about the product, drive traffic to the site, share guac-inspired recipes, encourage people to look for and buy the product at the store, and spread the word about the AFM Big Game commercials and AFM-related Big Game programs.

TWITTER PARTIES:

A total of 25 Twitter Parties were hosted for the campaigns, generating over 289,961 tweets from 18,237 participants. Blog posts, eNewsletter blasts, giveaways, and social media posts were created and shared to promote all of the Twitter parties.

BLOG TOURS, PAID ADS, PINTEREST ACTIVATIONS, & SOCIAL SHARES:

In 2015, to kick off the extensive partnership to help spread awareness about the Avocados From Mexico Big Game commercials and promotions, AFM partnered with Forward Influence on the following activations: blog tour, Facebook blitz campaign promoting the commercial and Twitter party, Facebook "save the date" blitz promoting the Twitter party, and a one two-hour Twitter party.

At the beginning of 2016, Forward Influence managed a multi-faceted campaign that included a blog tour campaign, a Facebook ad campaign, a Facebook blitz campaign, and a social media promotions campaign. One influencer also created a video that was shared and boosted. All of these efforts resulted in 384,560,832 impressions to drum up buzz for the Avocados From Mexico 2016 Big Game commercial.

Continuing on with the excitement of previous years' promotions and piggybacking off of the 2017 Big Game Twitter parties which garnered 1,113,519,908 impressions, the team decided to launch a blog tour and Pinterest campaign in 2018 which achieved a total of 32,706,438 impressions. Influencers were required to pin images to their own boards and to the AFM Pinterest board. Throughout the campaign (which lasted six weeks), the influencers promoted each of their own six pinnable images once a week and the five weeks following the original promotion on their own Pinterest account. At the end of the campaign, the AFM Pinterest board had 7,541,652 impressions and 1,218,511 in reach.

In 2019, a total of 25 influencers joined the hype of the Big Game campaign by sharing their most delicious and fun game day eat recipes. The recipes were published on blogs, as well as shared through their social media channels and promoted via Pinterest achieving 19,663,848 impressions on Pinterest alone. In addition to the blog tour, a group of 10 Instagram influencers added to the hype and created ad promotions on Facebook and Instagram which resulted in over 86,944 clicks to the sites and additional promotions of the avocado-inspired recipes.

To kick off the Big Game promotions in 2020, the brand asked Forward Influence to manage and host a series of five Twitter parties. The Big Game Twitter Parties exceeded the previous year’s impressions by 156%. Over 75,000 tweets were generated from 4,304 participants during the campaign to reach 2,270,421,374 impressions.

Going into our seventh year of Big Game activations in support of AFM's Big Game strategy, more Twitter parties were added to the list of activations for a total of seven Twitter parties in 2021. With a few more Twitter parties still in the game plan to be hosted prior to the Big Game on February 7, 20201, the brand is currently ahead of the contracted amount of impressions and is set to hit another winning record in reach and impressions.

FACEBOOK AND INSTAGRAM BLITZES:

Two Facebook Blitzes and an Instagram Blitz were launched for the the Big Game and Cinco De Mayo campaigns. Additionally, 200 Facebook influencers posted brand-approved messages while 101 Instagrammers uploaded themed recipes or photos featuring Avocados From Mexico and their Big Game partners (Bud Light Lime-A-Rita and TABASCO® Sauce).

GIVEAWAYS:

As part of every activation, there were giveaway elements to help spread the word about the AFM brand and recipes. The giveaways were shared on Instagram, blog posts, and eNewsletters. There were also giveaways hosted during every Twitter party to generate more buzz. In total, there have been 22,054 giveaway entries to date from the past six years of Big Game Twitter parties.

HIGHLIGHTS

• Multiple news sites, including CNBC and Adweek, named Avocados from Mexico as one of the most talked about advertisers online during Super Bowl 2018.
• Over 289,961 tweets from 18,237 participants were generated throughout the program's 25 Twitter parties.
• The 25 Twitter parties have achieved 8,093,547,778 impressions. The total reach from the panelists hit 48,912,927.
• The AvoHappiness campaign reached 86% more than was contracted while the Cinco de Mayo campaign reached 122% more than was contracted.
• One of the Pinterest-focused portions of the campaign garnered 7,541,652 impressions on the AFM Pinterest board and achieved 1,218,511 in reach.
• A total of 22,054 entries were submitted for various Avocados From Mexico giveaways.
• As part of the campaign, there were 25 blog tour influencers and 10 Instagram influencers who created ad promotions on Facebook and Instagram. The Facebook and Instagram Paid Social Campaign garnered 86,944 clicks, as well as had a reach of 3,908,541 which resulted in 4,808,466 impressions.